广告语仿拟修辞及其语用策略新论

Rhetorical Parody and Pragmatical Strategies of Advertising Slogans

仿拟作为一种有效的修辞方式在英汉广告语中被广泛应用,从社会语用及文化等多元角度对此现象进行研究,广告仿拟语用策略包括语用关联和语用翻译,都涉及到跨文化传播层面。

As a rhetorical way of effective advertising,parody has been widely applied in English and Chinese advertising slogans. From the social pragmatical strategies and multi-cultural perspective, advertisement parody pragmatic strategies include pragmatical relevance and pragmatical translation, which are already related to the domain of inter-cultural communication especially in the age of Globalization.